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Startup cosmetics brand Swoon needed a mobile order writing solution that would help them capture new leads at trade shows and seamlessly begin the order writing process after following up.
An Interview with Swoon
Brooklyn-based startup beauty company Swoon sells an awesome product that’s part applicator, part spoon, allowing you to salvage every bit of gloss from a lip gloss tube. Learn more about their experience with trade shows, as well as how they use Handshake, even in cases where they aren’t selling at shows!
HS - What do you sell and who do you sell to?
Swoon - Swoon is a prestige beauty manufacturer with the mission of “beauty made better.” We are currently selling our first tool, a universal lip gloss applicator and scoop. We sell mainly to specialty beauty retailers (online and brick and mortar, e.g., Sephora).
HS - What is your yearly trade show schedule?
Swoon - We are a start up company, and since launching last July have attended two trade shows with plans to attend one additional this summer. Our goal is to attend two per year.
HS - What’s your biggest sales challenge?
Swoon - Our biggest sales challenge is education. Our first tool defines a new category in the cosmetics tools markets, and its purpose is not readily apparent in its design. Therefore, at trade shows, we have to use several tactics to educate buyers, distributors and press. Our booth typically has video, static imagery and our team doing live demos.
HS - Tell us about a typical day at a trade show.
Swoon - Long hours in high heels. We typically arrive 30 minutes before the show opens, around 8 AM to set up our booth. We spend most of the day talking to buyers and the press, and doing lots of demos. We usually have arranged at least one formal meeting with buyers and several more with press.
HS - How does Handshake make your life easier at trade shows?
Swoon - We use Handshake to capture the contact information of the buyers and distributors we meet at shows. We haven’t worked a show where we’ve sold, so we store the information and use it to facilitate follow up and send invoices. This make our job easier because it provides one central platform for housing customer information and for order processing.